Rapid immigration and customs clearances through Bangkok’s bright new Suvarnabhumi airport and police escort to four downtown hotels was merely the prelude as Thailand preened her meetings product and her organisational skills.
Directing this production: Diethelm Events’ David Barrett, an immediately familiar face whose project management and flair for “the event” are legend in this industry.
A decade earlier, in another life, he and Dusit general manager, Khun Victor Sukseree enthralled even hard bitten members of the Australian Incentive Association, including this writer, by staging a memorable event en route, on arrival and in residence at Hua Hin. So there was a comfortable feeling of déjà vu as you slipped into the personally monogrammed bathrobe, a nice touch from Plaza Athenee Bangkok, tinged with excitement for the expected unexpected we knew would come.
This must be serious. There are written minimum dress requirements to board our transport to Hua Hin, where Thailand’s revered King Bhumibol Adulyadej increasingly spends his time in the Summer Palace. However, remembering we are guests of THE Eastern & Oriental Express, normally $US1100 to $US1900 per person, ironing tomorrow’s business shirt quickly restores your perspective.
Short of a murder Agatha-style, one imagined David Barrett could pull off anything – after all he’d arranged an incredible transfer by rail from Bangkok’s Hualumpong station to Hua Hin, working with E&OE executives to reassign rolling stock, timetables, menus, staff, the lot.
TCEB called Mr Barrett in for this second year of their ConnectedPlus program. Previously TCEB had run famils that brought 53 international buyers and 30-odd from the UK a few years prior, but they had never tried to showcase Thailand the business events destination to this many buyers, or cultures, at one time.
Mr Barrett immediately suggested they ditch the name to a more thematic ‘It Must Be Thailand’. TCEB bought the idea – so did we. The four teams of buyers, their handlers and mice.net – the only media observer – having sampled the splendid Thai hospitality initially in Bangkok: Four Seasons, Royal Orchid Sheraton, Plaza Athenee and Millennium Hilton – were looking forward to Hua Hin and the Dusit, Anantara, Sofitel Central and Sheraton (even though it was the day after it opened).
But for now this was definitely the journey… not the destination. As the “first sitting” for dinner we were all dressed up with somewhere to go, on our best behaviour perched amid the velvet, silver and crystal that is the O&E dining carriage. There were groups of diners from 10 countries and a flurry of excitement. Nearby the second sitting was luxuriating in Pullman suites, waiting their turn to sample legendary fare.
My table of Singapore and Malaysian buyers greeted the opportunity to sample the fare enthusiastically. At an adjacent table were two Australians, Suzie Kovacevic, international marketing manager of ICMS Australasia, and Justine Surin, events manager at Ipac Securities Limited (part of AXA group). They need say nothing – their faces said it all.
Apart from the train, highlights were an address from the King’s private secretary, Khun Pu Ying Putrie Viravaidya, and a welcome dinner catered by Khun Victor’s Dusit team on location at Baan Chao Phayaram, the Royal Aide-de-Camp General’s House in the Summer Palace. A charity tree-planting was a chance to give back.
The final event, a table-top “buyer meet seller” session back in Bangkok drew some criticism for its size and timing, but also won praise for the quality of the 50 Thailand Incentive and Convention Association sellers.
Among Australian buyers Suzie Kovacevic found the buyer meet seller session “fantastic, as the actual host decision-makers were present who provided outcomes and closure rather than the classic ‘we will get back to you’. Although time did not permit or allow us to meet all host/sellers.”
Justine Surin plans events for her organisation’s 200 staff and its national partner network of financial advisors.
She said: “The buyer meet seller was a valuable part of the program, however scheduled at a time when everyone was tired from a long day. It was a lost opportunity for all. I could have spent more time meeting sellers, but did not have the energy they deserved.
“It was beneficial meeting buyers from other countries (was a drawcard for me) as it’s a chance to network and see how other businesses work,” she said, adding that the stand-out properties sited were Plaza Athenee Bangkok and Anantara Hua Hin.
“The Sheraton Hua Hin has heaps of potential and it was a shame they were not showcased in the best light. The Hyatt Spa, Hau Hin was exceptional, I honestly have not seen such a premium product. Since my famil, I’ve put forward Thailand as a destination for 2008/09.”
Joan Truskett of NAFDA, an Australian food service distribution and supply network, said networking was such an important part of any industry function.
“Having such a diverse group adds an additional dimension to discussions,” she said.
And she would recommend Bangkok over Hua Hin for her group “simply from a logistical perspective”.
So IMBT earned both positive and negative feedback. David Barrett is understanding yet unrepentant, saying that the economies of scale derived from having one large event delivered over $100,000 of direct private sponsorship. It also enabled two jewels in the crown of the IMBT event – the train and dinner in the Palace grounds.
“Had this been an event for six to 10 Australian buyers only, we would not have attracted the private sector investment… and so done only 30 per cent of what we were able to achieve,” he said.
“But this was a one-time shot that delivered 94 international buyers – the largest educational program and most ambitious Thailand has conducted in the business events sector.”
He said that he and three other local DMCs would shortly propose IMBT 2008 – this time to northern Thailand.
ABOVE: Staff at Dusit Hua Hin burst into song to entertain IMBT buyers.
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